In Positioning: The Battle for Your Mind (2001), Al Ries & Jack Trout throw out an interesting proposition. Their message to anyone whos trying to market a product or service is that the easy way to get into a persons mind is to be first. They say: You just got to be first.
Heres the example they come up with. Ask anyone, Whats the name of the first person to walk on the moon? Youre bound to get a few Neil Armstrongs, especially given that 2009 marks the 40th anniversary of this momentous event. Now ask anyone who answered correctly, Whats the name of the second person to walk on the moon? Let them squirm all you like; youre not going to get a second answer out of anyone.
People rank to remember. And if they choose to not remember who comes in 2nd or 3rd, its probably more of a sub-conscious choice, rather than memory-related. After all, would you really want to deal with the 2nd best in your field? Probably not. First is better, by a long shot.
Ries & Trout give this piece of marketing advice: Be a big fish in a small pond. You want to be the biggest fish, even if youre swimming in a puddle this is because you can always increase the size of the pond once youve established your predatory status as being no. 1. You just dont want to end up being a small fish in a big pond. In the world of marketing, this is called positioning.
With an idea like this, its no wonder that Ries & Ries, have earned no. 1 ranking in the marketing seminars market, as being the one-and-only company to use gynmorous slide shows. Watch one of their presentations, and youll be looking at on average 300 slides an hour, and up to 1,800 slides a day, if youre attending a day-long seminar. Now thats got to be an interesting event to sit through. They sell their presentations like going to the movies, with a bit of suspense, comedy, intrigue and education.
So whos no. 1 in the trucking world? You might have to do a 180 turn-around from where youve been looking to find them, but theyre definitely well-entrenched in their marketplace. i80 Equipment (www.i80equipment.com) has been the #1 supplier of quality reconditioned trucks, servicing the construction, sign and lighting, telecommunications, tree care, and utility industries. They have over 50 trucks in stock, including used altec bucket trucks,
forestry trucks, boom trucks, crane trucks and digger derrick trucks.
And so how do you get to be no. 1 in the trucking world? Its not having close to 20 years in operation that makes your no. 1. Although this helps. And its not knowing your trucks that makes you no. 1. Although this helps too. Its standing by your trucks that does it. I-80 Equipment wont put a truck on the road without a 77point inspection, followed by an external inspection and certification process. They are masters of the reconditioning process and their focus is on safety first. Sign up for email alerts of new acquisitions on their expanding lot. Consult with them to buy your
bucket truck today!
